As for the products now available under its new link-up, the British retailer said that “alongside the Reiss offering of premium denim, this new line-up offers a wider range of fits and styles. The carefully selected edit remains true to Reiss’s style philosophy, perfectly complementing the existing Reiss wardrobe and working to elevate everyday style”. 

Good American is known for its inclusive approach with “innovative and solution-led denim for the modern woman” and a “fit-first philosophy”.

Grede said of the Reiss deal: “This partnership is such a milestone for us, and we couldn’t think of a better partner to work with in this capacity. As a brand we are always listening to our customers to ensure they have maximum accessibility to the brand and being stocked at Reiss will allow us to bring more inclusive styles to all women.” 

Reiss has been forging closer links with other labels in recent periods and its last two collabs were with Oliver Cheshire’s Ché brand and the fast-growing Castore.

The Good American brand was first available in the UK back in 2017 when it launched at Selfridges

It also launched in luxury Knightsbridge, London, department store Harrods